The Kee To Growth

This week on the Kee To Growth Podcast, host Jen McKee welcomes Sarah Ghirardo—a dynamic force in home services marketing, content, and community-building—to unpack the evolving landscape of trades marketing, automation, and sustainable growth. Sarah's journey from Director of Marketing at a multimillion-dollar HVAC business to Director of Product Content at ServiceTitan, and co-host of the Trademark Podcast, is infused with honest stories, hard-won wisdom, and a deep love for lifting others up. Together, Jen and Sarah get candid about navigating big company pivots, "media chaos," compliance, and the power of showing up—consistently, vulnerably, and with a learner's mindset.

The episode offers a behind-the-scenes look at creating marketing tools that make life easier for overburdened trades professionals and business owners. Sarah pulls back the curtain on how ServiceTitan Marketing Pro is evolving, the must-haves for leveraging SMS and email (without a lawyer nightmare), and why the best marketers listen, test, and embrace that "fail forward fast" mentality with AI and automation. She also shares how Trademark Podcast became a scalable outlet for trade professionals' stories and why celebrating wins—and mistakes—publicly is fuel for authentic entrepreneurial growth.

Sarah and Jen dive into tactical territory, but always bring it back to the human element. They explore why scaling isn't just about doing more, but about asking better questions, letting go of $10 tasks, and being clear about your vision for "what's next." You'll hear why business development in the trades is less about flashy trends, more about nurturing client relationships across multiple channels, and why success depends on consistent, values-driven action—not chasing every shiny object.

Rounding out the conversation, Sarah shares practical campaigns you should have running this summer, how to use ServiceTitan Marketing Pro's latest features, and what she's seeing in trades business masterminds and community groups. If you're feeling overwhelmed, burnt out, or unsure about your next marketing pivot, Jen and Sarah offer grounding advice: be consistent, ask more questions, and remember—growth is messy, human, and always an inside job.

Timestamps

0:00 – Jen introduces Sarah Ghirardo and the mission of the Kee To Growth Podcast

2:12 – Sarah's journey: from marketing in the trades to ServiceTitan and podcasting

4:35 – How AI and automation are reshaping marketing roles in the trades

7:05 – The compliance reality check: SMS, email, and lawyer-worthy marketing mistakes

10:10 – Most interesting lessons from the Trademark Podcast and why vulnerability matters

12:05 – What does "not scaling too early" mean for trades marketing?

14:34 – The evolution of ServiceTitan Marketing Pro: campaigns, compliance, and new features

18:28 – The power (and pitfalls) of integrating marketing platforms and staying close to your data

19:51 – Summer marketing strategy: segmenting audiences, running campaigns, and nurturing relationships

22:11 – Diversifying your channels, pivoting quickly, and how to avoid shiny object syndrome

25:43 – Sarah's "Key to Growth" and closing thoughts on consistency, curiosity, and community

Meet Your Host: Jen McKee

Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Mehdi Khachani, CEO and founder of Sunny Bliss, to pull back the curtain on what it really takes to scale in the home services industry. The episode kicks off with Mehdi's story of spinning a plumbing division out of his residential remodeling company and boldly rebranding and expanding the business in under a year. Jen and Mehdi dig into the messy middle between vision and execution, challenging the notion that growth requires waiting for the "perfect" moment. Instead, Mehdi shares how embracing rapid, calculated investments—such as professional branding and acquiring another local company—has been pivotal for establishing Sunny Bliss as a memorable and trusted player in the Miami market.

Together, they unpack the emotional and strategic shifts that come with letting go of an old brand, investing in kickass visual identity, and communicating major change both internally and with legacy customers. Mehdi gets honest about the exhaustion that comes with fast-tracking growth, and Jen reflects on why high-growth personalities are often wired to seek out the next challenge even before the dust settles. They discuss why a strong brand should come before marketing spend, highlighting the impact of memorable imagery when your truck is one of many parked outside a training—one that actually stands out to customers.

The conversation dives deep into mentorship, content creation, and leveraging your network for both support and inspiration. Mehdi credits much of his big-picture thinking and systems-building to relentless learning from industry leaders—through podcasts, LinkedIn, and good old-fashioned outreach. He and Jen underscore how documenting the journey in real time (no matter how imperfect) builds not just community online but strengthens team culture back at home base. For leaders nervous about showing up on video or bringing their team into the content process, Mehdi's advice is simple: start messy, ignore perfectionism, and anchor everything in clear company values.

Finally, the episode offers a transparent look at strategic acquisition as a marketing move—from acquiring a customer list to thoughtfully onboarding legacy clients. Mehdi shares tactical details on how Sunny Bliss used layered communications and even the previous owner's direct endorsement to retain customer trust. The key takeaway? Narrow your focus and commit to showing up everywhere your ideal customers live, work, and look for solutions. Saturate a neighborhood before you expand. Learn from what doesn't work without shame, keep improving, and lead with authenticity both in your brand and in your leadership.

Timestamps:

00:00 - Jen's introduction & Mehdi's background: building Sunny Bliss from a remodeling spin-off to multi-trade

02:15 - Branding before scale: Why Mehdi invested early in visual identity and kick charge branding

05:00 - Personality traits of high-growth leaders: The drive, risk, and learning to slow down

07:10 - Adapting marketing tactics from other industries and the importance of memorable branding in home services

09:15 - How Mehdi leveraged mentorship, podcasts, and LinkedIn to shortcut mistakes and access industry expertise

11:10 - Content creation mindset: Overcoming perfectionism and activating your team as brand storytellers

14:10 - Embedding company values through daily training and decision-making

16:32 - Using values to connect with customers, especially following an acquisition

17:42 - Strategic acquisitions as a shortcut to growth: Customer retention tactics and what Mehdi would do differently

23:37 - The power of Google My Business and why saturating a single neighborhood beats spreading thin

25:40 - Learning from marketing "misses," re-adjusting billboard strategy, and community building

Meet Your Host: Jen McKee

Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Chuck Worley for an inspiring, no-nonsense conversation about building a business rooted in personal branding, community, and character. Chuck shares his remarkable journey from growing up in a military town and struggling with school challenges, to breaking through industry stereotypes and scaling Whirley's from a small, struggling company into a $17 million local leader in home services.

Chuck and Jen dive deep into the "messy middle"—the real-life detours of entrepreneurship that don't get talked about enough. Chuck opens up about hitting rock bottom with bankruptcy and divorce, then rebuilding both his life and business by partnering with his son. Together, they share hard-earned truths about what it takes to lead a service business: everything from the emotional work of healing and realigning after failure, to practical systems for turning customers into lifelong clients through referral culture, relationship sales, and trust-based experiences.

Brand storytelling, visibility, and "Always Be Branding" are at the core of this episode. Chuck doesn't just talk about marketing—he lives it, showing up fully branded wherever he goes, from golf tournaments to galas to running into people at Home Depot. Jen explores how Chuck's extreme intentionality around branding and connection has turned Whirley's into the trades company everyone remembers (and refers). They also get tactical about brand awareness: trackable revenue from networking and personal referrals, the value of branded search, and why visibility in your local market matters more than chasing trends online.

Jen and Chuck round out the episode discussing the importance of giving back and elevating others in the trades through Chuck's 757 House Whisperer radio show and always be branding mastermind. From sustainable business development and mindset to leveraging systems, boundaries, and community relationships—the conversation is equal parts strategic and soul-fueling. Perfect for ambitious business owners, marketers, and anyone committed to growing with intention and heart.

Timestamps & Episode Guide

0:01 Chuck's branded style and first impression

2:00 From Norfolk roots to trades career: chasing integrity and hands-on work

4:30 Academic struggles and how adversity builds entrepreneurial grit

7:00 Bankruptcy, heartbreak, and the path to rebuilding

9:00 Partnering with his son and growing Whirley's from $300K to $17 million

11:00 Raising referral rates, cross-selling services, and systemizing customer experience

14:00 The nuts and bolts of multi-trade expansion

17:00 "Always Be Branding"—visibility, local networking, and connections that last

21:00 Understanding the real ROI of brand awareness and referrals

27:00 Giving back: radio shows, masterminds, and lifting the next generation

Connect with Chuck Worley

Facebook: https://www.facebook.com/chuck.worley17

Instagram: https://www.instagram.com/cworley017/#

LinkedIn: https://www.linkedin.com/company/chuck-worley-llc/

Meet Your Host: Jen McKee

Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of the Kee to Growth podcast, host Jen McKee sits down with Jennifer Bagley, CEO of CI Web Group, for a fascinating deep dive into the rapidly evolving world of digital marketing, AI-enabled websites, and the ongoing digital transformation in the home services trades industry. Jennifer shares her journey from a background in global supply chain and enterprise systems to becoming a pioneering voice in digital marketing for home services. Her approach reflects a unique blend of data-driven strategy, relentless education, and an entrepreneurial spirit focused on learning and adapting to constant technological change.

Finally, Jennifer shares actionable advice for business owners looking to prepare for the future: expand your learning, rethink your frameworks, and prioritize genuine content creation. She and Jen discuss the necessity of mindset in navigating this unprecedented pace of change, urging listeners to take accountability for their growth and stay ahead of the technological curve. 04:34 Conference Avoidance for Meaningful Learning

08:38 AI Evolution: From Basic Use to Agent Networks

11:47 "AI Agents and Zero-Click Future"

13:00 AI's Impact on Branding

17:34 Expand Your Information Sources

19:14 Prioritize Stability and Authenticity

23:33 Premium Leads for Affluent Businesses

27:14 Pinterest: Digital Magazine Clippings

29:31 Mindset is Everything

31:50 Appreciation for Hosting Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links?

Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Lawrence DeHart, founder and owner of De Hart Plumbing, Heating, and Cooling in Manhattan, Kansas. Lawrence shares his journey of building a thriving home services business from the ground up against all odds, starting with nothing but determination, a $20 box of business cards, and a focus on relationship building. The conversation unfolds with raw honesty, covering the realities of entrepreneurship and how the messiest beginnings often lay the strongest foundations. Lawrence reveals that authentic growth is less about quick fixes and more about intentional boundaries, mindset, and meaningful connections—with both customers and employees. He opens up about his struggles as a single dad out of work, and how treating clients with care, gratitude, and professionalism not only differentiated his plumbing service but fueled a word-of-mouth engine that still drives his business today. It's a powerful reminder that sustainable business development starts at the human level. As the company scaled, Lawrence shares the vulnerable (and sometimes uncomfortable) process of learning to let go of control, invest in team development, and confront the emotional highs and lows of leadership. Vulnerability, self-leadership, and relentless accountability are recurring themes—Lawrence credits personal growth and continuous learning as the "secret" behind De Hart's strong culture and stellar reputation. Jen and Lawrence dig into the mindset shifts needed to move from fieldwork to operations and why the "messy middle" of business is where true change happens. You'll also hear real stories and tactical insights about branding, social media strategy, and how showing up authentically online made Lawrence a local celebrity in his market. From leveraging Facebook and TikTok to keeping past customers engaged through newsletters and texts, Lawrence demonstrates that marketing success comes from blending hard skills with the soft truths of entrepreneurship. Whether you're just starting out or scaling past your comfort zone, this episode offers both actionable marketing strategy and a much-needed reminder that your 05:25 "Leadership Growth through Empowerment"

06:42 "Building Strong Employee Relationships"

11:59 Leadership Epiphany at Service Expo

16:43 "Local Fame Through Facebook"

19:47 "Embrace Negativity for Engagement"

20:45 Time Management for Engaging Content

25:01 "Encouraging Social Media Presence" To learn more about De Hart Plumbing, Heating, and Cooling and follow their journey, you can visit their official pages across platforms. Find them on Facebook at https://www.facebook.com/dehartplumbingheatingandcooling, on Instagram at https://www.instagram.com/dehartplumbing, on YouTube at https://www.youtube.com/@dehartplumbingheatingcooli451, on LinkedIn at https://www.linkedin.com/company/de-hart-plumbing-heating-cooling/, and on TikTok at https://www.tiktok.com/@dehartphc. Their content blends expert service, community connection, and a whole lot of personality—just like their brand. Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Gregg Schonhorn of SF&P Advisors for a refreshingly candid conversation about marketing, branding, and what truly drives the value of a home services business. Gregg, who brings decades of Wall Street experience and a current role matching sellers and buyers in the trades, shares firsthand insights into what makes some companies stand out during a sale—and how marketing plays a much larger role than most owners realize. Forget the "overnight success" talk. Gregg and Jen break down what actually moves the needle for growth, whether you plan to sell your business next year or keep it for the long haul.

Together, they explore why marketing is never just an expense on the P&L—it's the engine that runs your business, impacting everything from everyday profitability to ultimate valuation when the time comes to exit. They dig into the industry benchmarks (hint: 6.83% is the average marketing spend for HVAC, plumbing, and electric exits) and what happens if you under-invest… or overspend without operational efficiency to match. Gregg offers up the inside scoop, sharing stories (without naming names) about companies who supercharged their valuations with memorable branding and consistent visibility—and calls out the red flags when operations lag and marketing dollars burn fast.

Jen asks the real, sometimes messy, questions about scaling, sustainable business development, and the emotional side of entrepreneurship in the trades. How do you know when it's the right time to level up your marketing? What do buyers really look for beyond the numbers? Where does mindset—like getting comfortable with "someday selling"—fit in? They don't shy away from the vulnerable truths about letting go of control, creating intentional boundaries, and how every owner faces a "key" decision (exit, retire, or… you know).

Whether you're a solo operator grinding it out or running a company clocking eight figures, this episode delivers insightful, actionable takeaways. Expect practical advice blended with human stories, from the importance of understanding your financials to the soft truth that authentic growth means investing in your team and serving your community. If you've ever wondered how your branding, storytelling, and leadership mindset sync up with the numbers, you're in the right place.

03:36 Business Sale and Transition 07:49 Brand Identity Significance 09:20 Commercial vs. Residential Marketing 15:17 Marketing Investment: Timing and Strategy 18:09 Business Growth and Management Essentials 20:46 Understanding Financial Missteps in Business 24:57 Social Media Strategy Sharing 26:46 Effective Business Financial Management 29:13 Impact Through Values and Investment

To connect with Gregg Schonhorn and gain more insights on marketing, M&A, and business growth in the trades, follow him on LinkedIn at https://www.linkedin.com/in/gregg-schonhorn-4670a7197/, on Facebook at https://www.facebook.com/gregg.schonhorn, and on Instagram at https://www.instagram.com/greggschonhorn/.

Meet Your Host: Jen McKee

Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Sandy Papavero, Director of Sales and Marketing at CEO Warrior, to unpack the often-overlooked connection between mindset and marketing success for business owners in the trades. The conversation starts with Sandy's unique journey flipping houses alongside her dad, navigating both blue-collar grit and white-collar strategy—a story that ultimately led her to roles in finance, entrepreneurship, and even coaching at Tony Robbins. Sandy shares how her immersion in mindset work, from timeline therapy to neuro-linguistic programming, has shaped not only her own trajectory but also the way she helps business owners unlock their potential.

Sandy addresses a common struggle for home service business owners: the leap from being a skilled technician to embracing the identity of a visionary owner. They discuss how old belief systems—often rooted in childhood or early work experiences—can quietly stall your growth, making it hard to truly delegate, scale, and market authentically. Through relatable anecdotes, Sandy reveals how self-sabotage, imposter syndrome, and a scarcity mindset show up in everything from leadership to branding, and how rewiring those beliefs is essential for sustainable growth.

Jen and Sandy get tactical, exploring how clarity about your own identity and values directly impacts marketing strategy. If you're stuck in a brain fog, unsure of your "why," or simply mimicking competitors, you'll struggle to create campaigns that resonate with ideal clients. Instead, Sandy suggests that crystal-clear brand messaging—and the confidence to unapologetically stand out—are the secret sauce to attracting the right customers and building intentional boundaries within your business.

In the latter part of the episode, Jen and Sandy examine the double-edged sword of constant content consumption and perfectionism, especially in the age of AI and information overload. They discuss how to break the loop of "procrastination by preparation," the importance of specificity in goal setting, and whether you can outsource your brand's soul to a marketing agency. The episode wraps with practical advice and an invitation: growth happens at the speed of your healing, and it all starts by getting honest about what you truly want.

Timestamps:

01:39 – How Sandy got started in the trades, early influences, and entering marketing

05:14 – Lessons from Tony Robbins, the power of polarizing brands, and identity shift

07:12 – What is mindset? How wiring and belief systems shape business owners

09:30 – How mindset impacts marketing strategies and brand articulation

11:46 – Practical steps to rewire belief systems for personal and business growth

15:05 – The trap of over-consuming marketing advice and perfectionistic procrastination

17:17 – Getting clarity on your "why," outcome-based strategy, and building authentic brands

19:25 – Can you outsource your brand voice? Working with marketing experts vs. doing the deep work

22:01 – The role of AI in self-reflection and breaking personal barriers in branding

24:24 – Using language, reflection, and coaching for breakthrough shifts in business

To learn more about the transformational work Sandy Papavero and her team are doing at CEO Warrior, visit their official website at https://ceowarrior.com. You can also connect with them on social media — find them on Instagram at https://www.instagram.com/ceowarrior1/ and on Facebook at https://www.facebook.com/CEOWarrior, where they regularly share resources, events, and strategies to help business owners level up their leadership and growth.

Meet Your Host: Jen McKee

Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of the Kee to Growth podcast, host Jen McKee, founder of Kee Hart Marketing, sits down with Ryan Fenn, CEO and founder of Chiirp, an automation tool built to help home service businesses convert more leads into booked jobs. Ryan shares the origin story behind Chiirp, which began with his own windshield repair business and a realization about the power of immediate text follow-ups to convert online leads. This episode explores how automation tools like Chiirp transform the home service industry by closing the critical gap between lead generation and actual job bookings.

Jen and Ryan dive into the common disconnect between marketing agencies and contractors—while agencies generate the leads, many businesses struggle to convert them efficiently, leading to frustration on both sides. Ryan explains how Chiirp bridges this gap with automated texting, email, and ringless voicemail solutions designed to capture, convert, and nurture leads starting from the first touchpoint. He illustrates how businesses can maximize their marketing ROI by ensuring every lead receives swift, consistent communication.

The conversation moves into actionable marketing tips, including how most businesses are underutilizing Facebook lead ads and why automation is absolutely necessary in today's fast-paced digital environment. Ryan highlights practical outbound campaigns, from basic discount offers to more nuanced, psychology-driven strategies that increase engagement and fill boards during slow periods. The discussion emphasizes the importance of consistent and timely follow-up, overcoming human reluctance to reach out multiple times, and leveraging automation to achieve this at scale.

As the episode wraps, Ryan gives his key to growth: consistency over perfection, both in business operations and marketing. He encourages listeners to start with small, repeatable tasks and gradually build up their automation strategies. Whether you're new to automation or looking to optimize your lead conversion process, this episode is packed with insights and real-world tactics to help home service companies grow.

Timestamp: 00:00 "Home Services Marketing Podcast"

06:06 Facebook Ads Missteps Discussion

08:08 "Lead Ads: Facebook's Hidden Gem"

12:54 "Chiirp: Beyond Texting Automation"

16:07 Unique Lead Utilization Campaigns

16:45 "Unlock Goldmine with Outbound Strategy"

19:52 Creative Marketing for Small Businesses

23:54 Ensuring Seamless Connectivity & Follow-Ups

28:34 "Chiirp Automation Demo Offer"

29:18 Book Demo & Connect Online

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

In this episode of the Kee to Growth podcast, host Jen McKee, founder of Kee Hart Marketing, sits down with Ashley Lynds, the creative mind behind HVAC Ash and current Director of Education and Brand Management at Viper (Refrigeration Technologies). Together, they dive deep into the intersection of B2B marketing, personal branding, and influencer strategies within the trades, specifically looking at what's driving growth for brands in the HVAC industry. Ashley shares her journey from navigating sales during COVID-19 to building an authentic and impactful social media presence, revealing how this shift led her to her current leadership role and national industry recognition.

The conversation unpacks how social media tactics have evolved for both individuals and companies. Ashley details her bold move to start an Instagram account when her employer was hesitant, turning a side project into a key marketing asset. From basic educational videos filmed in her apartment to executing full-scale, edutainment-driven campaigns with her current team, Ashley emphasizes the shift from sterile, templated posts to playful, authentic, and community-driven content that actually engages the audience. She also outlines the importance of leveraging events and partnerships on social—like their viral "Viper Bowl" at AHR Expo and innovative campaigns for Women in HVACR—demonstrating the powerful synergy between digital presence and real-world activation.

Listeners get an inside look at how Viper now selects and nurtures relationships with micro influencers—preferring genuine product users over big-name accounts for collaboration. Ashley candidly discusses the challenges and rewards of working in a small, agile, and creative team, where leadership supports pushing boundaries while staying true to the company's family-centric, technician-first culture. The episode is filled with actionable tips for companies wanting to level up their marketing, such as fostering consistent, user-focused content, embracing authenticity, and nurturing community as both a brand and individual.

Rounding out the episode, Ashley and Jen talk about the value of personal branding regardless of your role or follower count, with Ashley encouraging everyone in the trades to leverage their unique voice to build credibility, open doors to new opportunities, and create a positive ripple effect in the industry. They also highlight the importance of supporting organizations like Women in HVACR, sharing how community involvement has brought new perspective, connection, and growth for women in the trades.

05:51 Unpredictable Social Media Success 06:42 Navigating Social Media Approvals 11:25 Maximizing Engagement Through Events 13:28 Social Media Persona Boosts Trust 18:35 From Grassroots to Influencers 19:20 Creative Marketing for Simple Products 24:20 "Consistency and Authenticity Matter" 26:23 Balancing Authenticity and Professionalism 28:22 Empowering Women in HVAC 31:28 "Thanks for the Invite"

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.

The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/

Welcome to the latest episode of Kee to Growth Podcast with your host, Jen McKee. In this episode, we dive deep into the world of home services marketing with our special guest, Tim Brown, CEO and founder of Hook Agency. With a wealth of experience in marketing for the trades, Tim shares his journey from roofing marketing to expanding into HVAC and plumbing, and the strategic insights he gained along the way. This conversation is packed with valuable tips on leveraging video content, optimizing SEO, and harnessing the power of branding to drive business growth.

Tim discusses how video content has been a game-changer for him, not only in promoting Hook Agency but also in helping home service businesses enhance their marketing strategies. Discover Tim's hero framework for home service marketing that stands for harnessing social proof, engaging the community, refining messaging, and optimizing for visibility. Tim emphasizes the importance of building audience and authority through strategic content creation, while also sharing the best practices for refining your marketing message based on client feedback and reviews.

Jen and Tim exchange insights on the role of social media in today's business landscape and the importance of finding the right balance between branding and lead generation. They explore creative ways home service companies can engage with their local communities, turning charitable activities into marketing opportunities that can inspire others.

Listen in as Tim shares his perspective on overcoming setbacks within the business environment, underscoring the importance of maintaining a growth-oriented mindset and viewing challenges as opportunities. This episode delves into the practical aspects of implementing effective marketing strategies, ensuring you walk away with actionable insights that can elevate your brand and business.

00:00 "From Roofer to Social Media Expert"

03:26 Inspiration from Successful Competitor

08:49 SEO Tactics for Home Services

10:17 Local SEO Strategy Focus

12:54 Brand Visibility and Lead Strategy

18:26 Voluntary Charity Engagement Insights

19:42 "Value of Sharing Charity Support"

22:22 "Repetitive Messaging for Branding"

27:37 Enhancing Meetings with AI Analysis

30:44 "Optimize Content Through Analytics"

33:07 "Transform Setbacks Into Growth"

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

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The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/